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The Exit Strategy Handbook – Increasing the Value of Your Business – Branding

Oct 15Jeff Matthews

We are exploring the recently released book, “The Exit Strategy Handbook” by Jerry Mills, the founder and managing partner of B2B CFO®.  

Mills recommended that businesses focus on four areas to improve their business valuation:

  • Minimizing distractions
  • Increasing sales and sales diversification
  • Improving processes and efficiencies
  • Branding[1]

He suggests that the owner may want to have an objective review of the company’s brand as it compares to the competition[2].  A clearly understood brand is a strong element of value in the eyes of a potential buyer.  The buyer will be willing to pay a premium for a superior brand and will not feel this is an expense that has to be incurred after closing.   One example of this is JP Morgan.  JP Morgan Chase resulted from the merger of JP Morgan and Chase Manhattan Banks.  JP Morgan also acquired Chemical Bank and Manufacturers Hanover in that merger.  It was the Chase name that held the most value as a brand.  Later JP Morgan Chase bought Bank One and Bears Stearns, both of which were rebranded under the JP Morgan Chase name.

Building a brand is not a short process but the value of a strong brand will be an intangible asset that buyers will add to a valuation.

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B2B CFO® has over 200 experienced chief financial officers have deep knowledge of transactions and business improvement that can be tapped to help you sell your business.   You can explore the backgrounds of our team at www.B2BCFO.com/index.php?page=cfo-directory .


[1] Mills, Jerry L. (2013). The Exit Strategy Handbook. ISBN 978-0-09886932-1-0, Jerry L. Mills and B2B CFO, LLC., pp.63

[2] Mills, Jerry L. (2013). The Exit Strategy Handbook. ISBN 978-0-09886932-1-0, Jerry L. Mills and B2B CFO, LLC., pp.73

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